Love extends beyond romance for Camilla Pihl as the Norwegian label unveils its 'Beloved' collection
When February rolls around, there is usually one thing on people’s minds: love. With Valentine’s Day on the 14th (and, for those in Norway, Mother’s Day falling on the 8th) February is, without doubt, a month defined by affection in all its forms. It is fitting, then, that Oslo-based designer Camilla Pihl would choose this moment to unveil her eponymous brand’s 'Beloved' jewellery collection: a considered offering of necklaces, earrings, bracelets, and charms, all rendered in timeless gold.
“Love is incredibly important in everyone’s life, and it exists in so many different forms,” says Pihl, speaking from her studio in the last weeks of 2025, wrapped up in one of the brand’s signature shearling jackets. “It felt like the most honest and universal place to begin. It can be the love for your mum, your child, yourself, or a friend. It’s a big thing that's always current.”
Photo: Camilla Pihl
“We wanted to celebrate love in its purest form,” the designer adds. “The 'Beloved' collection is a heartfelt tribute to the bonds that matter most. Each piece is crafted to honour the women who raise us, the people we hold close, and the love stories that shape our lives.”
Keen to create something more distinctive, Pihl is quick to distance herself from predictable Valentine’s Day tropes. “I don’t like typical Valentine’s Day jewellery – I need something a bit more,” she says. Her approach reimagines the classic heart motif at a larger scale, introducing charms engraved with words like 'Mom' and 'Love', designed to be threaded onto existing pieces for a personalised finish. The idea mirrors Pihl’s own way of dressing. “I like to dress very simply, so I love to play with accessories,” she explains. “Jewellery is where I have my fun.”
Photo: Camilla Pihl
Photo: Camilla Pihl
Photo: Camilla Pihl
A central source of inspiration was Pihl’s love for her daughter, which led to the creation of her favourite piece from the collection: the 'Love necklace' . The design draws directly from a beaded bracelet that her five-year-old daughter, Poppy, once made for her.
“When you have a child, they make these little beaded bracelets for you,” Pihl explains. “They say ‘Mom’, ‘Love’, or sometimes their name. I received one from Poppy while I was in the studio, and I took my inspiration from that. That’s why the necklace features the round, lettered beads.”
Photo: Camilla Pihl
Poppy’s appearance in the campaign further underscores this maternal bond. “For me, the greatest form of love is having a child,” the designer explains, making her daughter’s involvement feel entirely natural. While only Poppy’s hand appears in the imagery, Pihl recalls the shoot with a smile. “She loved it so much. I don’t know whether to be proud or concerned,” she laughs. “She just wanted to be in front of the camera.”
Ultimately, the 'Beloved' collection is designed to move beyond conventional romantic associations. “For me, this collection is a reminder that love isn’t only romantic,” Pihl reflects. “It’s about connection, legacy, and the bonds we carry with us forever. Seeing [Poppy] wear the jewellery makes it feel timeless – something passed down, rather than tied to a single moment.”